We all know the reason why we market. We want to create interest in our goods and services that will convert into leads which can be closed to create revenue. We want to do this efficiently to create the return on investment our shareholders are seeking. This is the definitive reason why we market. But there is another reason why for marketing and it occurs in the how.
When I think about how I am marketing/advertising I start to think about why in the context of the customer.
- Why would a customer find this offer appealing?
- Why would a customer bother to read a direct mail piece I sent them?
- Why would a customer find this blog post interesting?
- Why would they like us Facebook?
- Why would they download our app?
- Why would they visit our website?
- Why would they sign up for our email list?
- Why would they open that email when I send it to them?
- Why would this brand narrative be interesting to a customer?
That is a lot of different whys with the same common denominator: the customer.
I believe, that too often brands are trying to get people to take an action (like, share, scan, download, subscribe, buy) just because the brand wants the customer to do that action, while forgetting to think about why a customer would want to take that action. For instance what is the point of the ad copy line (in print or on radio and I think I hear/read it daily) “Like us” on face book.
So when I drive by a car wash and see a sign that reads “Like us” on Facebook…really… I am going to like a car wash…why? Why would I spend my limited time to like a car wash? Or for that matter break the distracted driving law by using my phone while driving. What possible value could there be?
Well, to be fair, I suppose there could be value but the car wash has not given me any proof or idea of what that value might be. The brand is just telling me what they want me to do by stating “Like us” on Facebook with no reason as to why.
I have always thought people go online for two reasons:
- To be entertained: To watch videos that are mindless or educational or compelling or surfing their Facebook news feed or reading blog posts, news etc…
- To solve a problem/seek a solution: If a customer needs or wants to buy something they go online to conduct research, or to pay a parking ticket, or do their banking.
Considering the above two reasons people go online, I think about what the Flaman brand needs to be online. Our marketing needs to be educational to solve problems or entertaining, otherwise there is no reason why a customer is going to give it their time. I need to ensure that every time we market and want a customer to take an action we explain the reasons why as a brand we can: 1) Be entertaining or 2) Solve problems for that customer so they will take an action. If we can do this well more customers will understand why they should buy from us.
It is an old adage but think of your customer first. Think about why your customer would want to interact/respond to your marketing. Why would they want to “Like us” on Facebook? When your customer understands why they should respond to your marketing and then ultimately buy… then you are back to the start again, the definitive reason why we market.